New global brand ambassador for Glenfiddich

Struan Grant Ralph has succeeded Ian Millar as William Grant & Sons’ global brand ambassador for Glenfiddich Scotch whisky.

Struan Grant Ralph is Glenfiddich’s new global brand ambassador

Ralph has acted as Glenfiddich’s brand ambassador in both the US and Asia Pacific for the past five years.

Born in Speyside, Ralph previously worked at Knockdhu Distillery before achieving a master’s degree in chemistry and a distinction from the Wine and Spirit Education Trust (WSET). He has also worked as a bartender and ambassador in locations including Osaka, Manilla, Melbourne and Kuala Lumpur.

“Struan embodies Glenfiddich’s entrepreneurial, forward thinking mindset and desire to break new ground,” said Enda O’Sullivan, global brand director for Glenfiddich. “He brings with him a wealth of whisky knowledge and expertise and he has already played a fundamental role in the success of the brand in the US.

“We will harness his dynamism, innovative thinking and unique skills at a global level and he will play a crucial role as the face of the brand, leading from the front to develop key relationships and initiatives to further enhance Glenfiddich’s excellent reputation with whisky novices, enthusiasts and connoisseurs as well as on trade partners.”

Ian Millar, previous global brand ambassador for Glenfiddich, has moved in to the new role of prestige specialist for William Grant & Sons. He will be based the Glenfiddich Distillery in Dufftown.

Commenting on the announcement, Ralph said: “Having been a brand ambassador for Glenfiddich for last few years, I’ve had an incredible opportunity to share the history, heritage and vision of the brand that created the single malt Scotch whisky category.

Glenfiddich has also launched a new digital campaign for its Bourbon Barrel Reserve 14 Year Old

“It’s an absolute privilege to step into a global role of such importance and it’s something of a homecoming for me. I’m truly honoured and excited to be working with some of the best ambassadors in the business and look forward to creating an exciting new chapter for Glenfiddich as we continue to push the boundaries in the category.”

Also this week, Glenfiddich launched a new digital campaign for its Bourbon Barrel Reserve 14 Year Old, encouraging consumers to ‘Rethink Whisky’.

Created by digital agency Rokkan, the campaign will be supported on social and streaming video throughout July and is based on the notion that Scotch is the “most misunderstood spirit”.

“Glenfiddich Bourbon Barrel Reserve 14 Year Old is bold, elegant and delicious, but it’s also different from you traditional Scotch whisky,” said Michael Giardina, Glenfiddich senior brand manager.

“We wanted this campaign to challenge stereotypes about single malt Scotch and introduce Glenfiddich to a new generation of whisky drinkers.”

The ‘Rethink Whisky’ campaign comprises four films, titled Aunt Evie, Scotch with Dad, Pairings and Scotland, KY.